The other day, like most days, I was in a hurry and had no time for lunch. On my way back to the office I stopped by a local grocery store (Publix, BTW rocks) and grabbed a pre-made turkey and swiss sandwich. As I was devouring it I thought, this doesn’t have chipotle-ranch-bacon sauce, no horseradish mustard vinaigrette, no jalapeño cheddar cheese, it wasn’t toasted, really it was nothing special and yet it was awesome. Filling, tasty, quick, easy to eat. It was everything I needed and no more.

Part of our philosophy that drives us here at web|aggression is: “Clean. Simple. Functional. Websites.” Here is our definition of “Simple”:

“Simple” does not mean unsophisticated. In web design, simplicity is a key factor in clearly conveying your message to site visitors. Web|aggression uses techniques such as key word optimization and dynamic features to provide crisp and concise web design that helps drive your message home. We offer your visitors the most direct route to the information they need, in as few “clicks” as possible.

These days so many websites try to “wow” their customers with flashy animation, nifty menu roll-overs and confusing navigation. Sometimes that stuff is necessary and prudent, but if its not, don’t do it. In my opinion, simple is always better. Like that turkey and swiss, your website should fulfill the needs of your customers. No more, no less.